Pass Privilege sold to loyalty marketing partnership
The points-based loyalty programme technology provider Pass Privilege, of North Carolina, USA, is to be sold to marketing firms First Marketing and James Tower, including the company's AwardTrack loyalty system.
First Marketing (Pompano Beach, Florida) and James Tower (Mankato, Minnesota) said they are to acquire Pass Privilege to strengthen their joint position in the loyalty marketing industry. They will jointly assume ownership of the AwardTrack web-based application for loyalty data collection, tracking, and interactive rewards programme management.
"AwardTrack adds significantly to our existing strengths in loyalty strategy and member communications," commented First Marketing's president, Ron Drenning. "As loyalty programmes become increasingly sophisticated, we believe AwardTrack can deliver the actionable, real-time information our clients need to gain competitive advantage."
"The application's web-based architecture also overcomes one of the biggest IT barriers organisations face: the ability to seamlessly stitch in loyalty tracking technology with existing POS and CRM systems," added James Tower's president Brian Olsem.
Both First Marketing and James Tower will maintain an active role in the ongoing support of AwardTrack and the current Pass Privilege client base. Business operations and account servicing are to be housed with First Marketing in its Florida headquarters, while James Tower is to support all IT operations and the continuing development of the application.
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